Introduction to social media training for BBC Vision

Social Media for Vision Factual ProductionPractical training

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Course Aims and Objectives

Schedule

• Introduction• Your experience• Current BBC Activity• Factual Case Study

– Jeremy Torrance

• The production process

• Exercise– Idea development

• Present and feedback

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Course Aims and Objectives

Key Learning points are:

• What is the BBC currently doing with Social media around in factual content.

• What is the process for setting up and managing a social media service– Who to contact– What is the commissioning process– What is the sign off process

• What are the resource implications for setting up and managing a social media service– Initial development costs– Staffing – Moderation

• What are the tools to effectively measure the performance of your social media service

But first a video…

• http://www.youtube.com/watch?v=sIFYPQjYhv8

Ice Breaker

Discuss in Pairs:

• Five years ago…• How did you decide

what to:• Watch?• Buy?• How to Vote?• Where to Holiday?

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Ice BreakerDiscuss in pairs:

• Last month: • How did you decide what to

Watch?• Buy?• How to Vote?• Where to Holiday?

• What’s changed?• What tools are you using?• How are they affecting your

behaviour?

Definitions of Social media on the Web:

• Social media is content created by people using highly accessible and scalable publishing technologies. ...en.wikipedia.org/wiki/Social_media

• A category of sites that is based on user participation and user-generated content. They include social networking sites like LinkedIn or Facebook, social bookmarking sites like Del.icio.us, social news sites like Digg or Reddit, and other sites that are centered on user interaction.searchenginewatch.com/define

• An umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures. ...www.anvilmediainc.com/search-engine-marketing-glossary.html

• Social Media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings. ...sprythink.com/glossary.html

• Online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other.www.tvb.org/multiplatform/Multiplatform_Glossary.aspx

• Social media are works of user-created video, audio, text or multimedia that are published and shared in a social environment, such as a blog, wiki or video hosting site.www.capilanou.ca/help/active-cms/glossary.html

• Software tools that allow groups to generate content and engage in peer-to-peer conversations and exchange of content (examples are YouTube, Flickr, Facebook, MySpace etc)

Social Media is...

Conversationcomments, blogs, messageboards, ...

Personalisationprofiles, recommendations, schedule, favourites, ...

Participationrating, pictures, polls, games, tagging, curation ...

Current BBC social media tools

Message boards (on bbc.co.uk)

Blogs (on bbc.co.uk)

Comments on

content (on

bbc.co.uk)

Full community sites (on bbc.co.uk)

Twitter & microblogging

sites

Facebook & myspace

& bebo

Flickr, Youtube & photo/video sharing sites

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So that’s the kit

But actually it’s about the editorial proposition

Social media activity around TV allows audiences to:

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EngageEnthuseCreateConnectUnderstandUnveilChallengeAirShareContributeCompeteAnd of course Tweet

Exercise

• Divide room in to groups• Select an envelope [create ideas for

supporting programmes and seasons with varying aims such as adding value, enthusing audience]– Step One– Define the brand, identify the audience

demographic.

– Set the objective.– What exactly is it that we want to do

5 Minute Timer

End

Process

• Your idea – what will users get out of it? What are the strongest options for it?

• The activity and life cycle of your proposition. Will it be launched before transmission? How long will it go on for? When will it close?

• How will it add value to the existing brand? How closely can the production of your social media sit to the TV production?

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Process

• What sort of social media experience do the people involved in your proposition have?

• How will people find it? Just because something’s there, doesn’t mean that people will come, or that they’ll interact.

• How often will it be updated, tended and hosted? What resource/staff might it require?

• What would success look like to you? 1000s of users? Intelligent debate? Reaching a hard to reach demographic?

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Exercise

• Stage 2• Three examples of

how you will build an audience

• Marketing• Calls to action• Activity• Rewards

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5 Minute Timer

End

Case Study

Jeremy TorranceAutumnwatch

Exercise

• Stage 3• Strategy for gaining

users. • Activity for

maintaining the community.

• 3 activities


5 Minute Timer

End

Costs

- There’s no free social media – it all needs staffing…- It’s easy to underestimate the staff time required to produce a quality service, especially around a large TV brand- A message board might take 2 hours a day, for example. And a blog requires 3/5 posts a week, as well as roughly 0.5/1 day hosting a week.

Costs/resource

set up - requires technical resource?

ongoing hosting

talent moderation

message board yes - low/med high possible medium/high*

comments on content yes - low/med medium/high possible medium/high*

blog yes - low/med high recommended medium/high*

full community site yes - high high possible medium/high*

twitter account tech done by producer medium recommended no

a group on flickr, bebo, facebook

tech done by producer medium possible done by producer

youtube - on bbc channel

no - videos prepared by producer and sent to R&R team

low no no cost - done by external company

facebook application/widget

yes probably low no probably not

NB: bespoke build or development won’t adhere to general guidelines…

Exercise

• Stage 4• What are the risks?

– Three examples?

• Closing the community– How would you

manage it?


5 Minute Timer

End

Re:search Tools

• Alerts– Google– RSS

• Social Bookmarks– Delicious– Digg etc

Measuring activity • Addictomatic

– Addictomatic searches the best live sites on the web for the latest news, blog posts, videos and images

– http://addictomatic.com/

• Shownar– Shownar monitors traffic

on BBC Online, and looks for links to BBC programme ... Shownar is currently a prototype, and, as such, has limited data available.

– http://www.shownar.com/

Measuring activity - Twitter

• Third party tools – analytics tools including measures based on:– re-tweeting (Retweet Radar; Twist); online

reputation (Monitter, Twitter Grader); impact and influence (Twinfluence, Twittersheep); unfollowers (Qwitter)

• Alert services – tweetbeep.com and other methods for tracking mentions

• Real time observation - http://twitterfall.com/ and similar tools

• Analysis of followers using http://tweepler.com/ and similar tools

Use the networks

“Spend 3 days making content, and two days getting links to it, otherwise it’s invisible”

Andrew BarronInteractive Editorial LeadNavigation & Services

Exercise

• Pitch your ideas– What it is– Who it’s for– What it does for them– Strategy for building

and maintaining the audience

– Risks– Exit strategy


5 Minute Timer

End

Fundamentals1. Realize the social networking world does not revolve around you or your brand. It’s everyone’s home.

2. Listen before you speak. See how people talk to each other. Figure out the terminologies. Ask questions. People love to help. But listen first.

3. Make your friends feel special. (@reply by a person’s name) A big personality who replies or comments and call someone out by name, it’s special to them.

4. Ask lots of questions5. Proactively manage the conversation6. Bring something to the table that the online

community values.

Fundamentals

Go play.

Introduction to social media training for BBC Vision

Education

Transcript of Introduction to social media training for BBC Vision